The arrival of late autumn marks the beginning of China's Double 11 (also called Singles' Day) shopping festival for brands and online platforms. The shopping fest has arrived at its 13th edition this year, and to celebrate an even bigger event, e-commerce platforms have started preparation work as early as July, in order to finally launch on October 20th. The hype from consumers resulted in a record number of over 200 million viewers on Taobao's two major livestreaming channels, with over 290 thousand brands participating.
In order to provide consumers with a better shopping experience, e-commerce platforms have implemented several adjustments in terms of marketing and APP functions. With all that being said, let's see what's different about this year's double 11 shopping festival：